Big events like ICC Cricket World Cup great for Australian tourism

The results of a new study analysing the economic impact and benefits of ICC Cricket World Cup 2015, show the importance of Australian tourism backing large scale events, according to Australia’s national tourism organisation.

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Some of the major tourism benefits of the tournament in Australia this year included, 770k in total attendance at the Australian matches, with 370k visitors, including 100k from overseas. The event translated into 1.5m bed nights, including 815k for international visitors. The total international visitor spending amounts to $325m.

J ohn O’Sullivan, Managing Director of Tourism Australia, said large scale events, particularly blue ribbon sporting tournaments, were a significant driver of visitor demand and expenditure, something which came out strongly in the report.

“Beyond increased visitor numbers and tourism spending, these high profile events also help to showcase our country to huge television audiences in some of our most important international markets,” he said.

“By the time 2015 draws to a close, Australia will have hosted the AFC Asia Cup 2015, the ICC Cricket World Cup and the Netball World Championships – and we’ve still got the Rugby League World Cup in 2017 and Commonwealth Games on the Gold Coast to come, in 2018.

“These are all events which typically attract international visitors who stay longer, travel further and spend more. That’s a real sweet spot for any national tourism organisation and why we’re so focused upon developing a targeted event strategy to maximise the tourism potential and economic return of Australia's year round calendar of top quality events,” Mr O’Sullivan said.

Mr O’Sullivan said that the publication of the PricewaterhouseCoopers report was timely, coming just days after the launch of the Australian Government’s ‘sports diplomacy’ strategy at Parliament House.